Waterloo, Iowa - June 2005 - The work of Waterloo advertising agency Hellman Associates, Inc., received top honors across all of North America in 3M's 2005 Global Communications Awards.

Each year, 3M, which boasts annual revenues in excess of $18 billion, selects the most effective strategic marketing campaign in each of its geographic regions. The competition is open to teams from each of its 44 business units.

This year's North American winner was dental products division 3M ESPE for the re-launch of its Impregum™ Penta™ Soft Impression Material. Hellman Associates developed the re-launch marketing strategy, then designed and executed a multi-pronged marketing campaign that increased sales of the impressioning material by 48 percent in 2004.

"The Shark Fin Test"

To dramatize the performance of the Impregum Penta Soft product, 3M ESPE created what it called "the shark fin test" - a simulated application of the impressioning material that demonstrates its superiority by the height of the shark fin-shaped ridge created when the impression material is injected into a mold.

Hellman created a series of promotional materials

The shark fin, made from bright pink Impregum Penta Soft material, is used as its primary visual element. One of the earliest pieces was a trade ad that touted the product's performance in wet conditions and urged, "Don't be afraid of the water."

The campaign achieved immediate visibility among 3M ESPE's target audience. To capitalize on the attention, Hellman worked with 3M ESPE to extend the campaign into new sales literature and direct mail postcards, an advertorial explaining the shark fin test, a promotional Web site, training materials for 3M ESPE's sales staff, and a trade show booth where visitors received a free shark-shaped stress reliever.

3M ESPE was able to further leverage the popular campaign

3M ESPE publicized the launch of its new impressioning product Impregum™ Penta™ Soft Quick Step, with promotional materials featuring the same distinctive pink fin, now moving at high speed through the ocean.

Eleven teams from 3M's North American divisions competed for the award, which recognizes effective communications as the driver of business growth. Winners were selected by 3M's Communications Management Committee. "The product re-launch was an extremely important strategy for gaining market share," says Karen Sullivan, Impressions Materials Marketing Manager at 3M ESPE. "Hellman Associates provided a creative approach with results that exceeded our expectations."